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The History of Advertising

Advertising, a cornerstone of sales and marketing, has a rich and intriguing history that dates back thousands of years. As we explore the evolution of advertising, we will uncover its earliest origins, its growth through different societies, its etymology, when it became mainstream, and how it continues to evolve in the modern world.

The word advertising originates from the Latin word advertere which means to turn toward. This reflects the core purpose of advertising: to capture an audience’s attention and direct it toward a particular message or product. It wasn’t until the late 19th and early 20th centuries that advertising became a recognized and mainstream industry, thanks to advancements in mass media such as newspapers, magazines, and later, radio and television.

What’s the difference between advertising and marketing? I like to use a fishing analogy. Advertising is me sticking a worm on the end of a hook and dangling it in front of the fish, hoping they bite. Marketing is the strategy that led me to the lake, the kind of boat, the tackle, the rod, the reel, the line, the hook, the bait, the time of day, and the type of fish that I’m trying to catch… as well as how many of them. Advertising is the event; marketing is the strategy (that often incorporates advertising).

Ancient Beginnings: From Cave Paintings to Papyrus

Advertising, in some form or another, has existed since the dawn of human civilization. The earliest evidence of advertising can be traced back to ancient civilizations, where primitive forms of communication were employed to promote goods and services. In prehistoric times, cave paintings were used to depict hunting scenes, and one can argue that these early paintings served as advertisements, showcasing the skills of the hunters and possibly attracting others to join the hunt.

Moving forward, ancient Egyptians employed papyrus posters and town criers to announce various products and events. These early examples of advertising laid the foundation for what was to come in later societies.

The Greek and Roman Influence: Public Announcements and Election Campaigns

In ancient Greece, public announcements and proclamations were displayed in prominent locations, providing information about events, goods, and services. This practice, known as “agora,” served as an early form of advertising. In Rome, election campaigns prominently featured posters and graffiti on city walls, demonstrating the political potential of advertising.

The Middle Ages: Town Criers and Trade Signs

During the Middle Ages, town criers were crucial in spreading news and advertisements throughout European towns. These individuals would walk through the streets, loudly proclaiming various announcements, effectively disseminating information to the public. In addition to town criers, trade signs emerged, especially in bustling marketplaces. These signs featured symbols or images representing the products or services offered by local businesses, making it easier for illiterate individuals to identify and locate specific shops.

The Renaissance and the Printing Press: A Revolution in Advertising

The invention of the printing press by Johannes Gutenberg in the 15th century marked a turning point in the history of advertising. It made mass production of printed materials, including advertisements, possible. Pamphlets, posters, and newspapers became popular mediums for advertising products and services, reaching a broader audience than ever before.

The Digital Age: Advertising in the Modern World

In the modern era, advertising has experienced a digital revolution. The internet and social media platforms have transformed how businesses reach their target audiences. Online advertising, including search engine marketing, display ads, and social media marketing, has become a powerful tool for businesses to connect with consumers.

Furthermore, data analytics and artificial intelligence have enabled advertisers to personalize their messages and precisely target specific demographics. This level of customization has revolutionized the industry and made advertising more efficient and effective.

The Ever-Evolving Landscape of Advertising

Advertising has come a long way from its primitive origins as cave paintings and town criers. It has evolved alongside human society, adapting to changes in technology and media. Today, advertising continues to evolve, with digital platforms offering new opportunities and challenges. As long as businesses seek to connect with consumers, advertising will remain an integral part of the sales and marketing landscape.

Advertising has been around for quite a long time…, a lot longer than I had ever realized, according to this infographic by Infolinks:

Here is a bulleted list of key moments in the history of advertising based on the provided information:

  • 2000 BC: Earliest known advertising with the text “BUY THIS.”
  • 750 BC: Ancient Greece creates the first sonic logo.
  • 1661: First print ad created in England.
  • 1472: The first product branding is developed for Dentifrice Tooth Gel.
  • 1776: Political ads appear during the American Revolution.
  • 1835: Birth of billboard advertising in the U.S. with the rise of the automobile.
  • 1882: The first electric sign is lit in New York’s Times Square.
  • 1905: Direct marketing is born when Sears sends out 8,000 handwritten postcards.
  • 1911: First celebrity endorsement by Fatty Arbuckle for Murad cigarettes.
  • 1917: The American Association of Advertising Agencies is founded.
  • 1925: Frank Conrad founds KDKA, the world’s first commercial radio station.
  • 1938: The Wheeler-Lea Act of 1938 is established to curb false advertising.
  • 1941: World War II propaganda becomes a significant part of advertising.
  • 1950: The first official TV commercial runs for Bulova Watch.
  • 1955: The first political TV ad airs for Gov. Dewey of New York.
  • 1957: David Ogilvy ushers in the modern advertising age.
  • 1963: Birth of the longest-running TV ad jingle with Mr. Clean.
  • 1980: Calvin Klein sparks controversy with a sexy ad featuring Brooke Shields.
  • 1984: Apple’s iconic Macintosh Super Bowl ad directed by Ridley Scott.
  • 1994: Pay-per-click keyword advertising debuts at GoTo.com.
  • 1995: The first mobile ad is launched offering free news headlines via SMS.
  • 2000: Google rolls out AdWords, a pay-per-click service.
  • 2002: Pop-up and pop-under ads peak in popularity.
  • 2006: Pepsi runs the most expensive ad campaign with a Britney Spears commercial.
  • 2006: YouTube launches, marking the birth of video advertising.
  • 2007: Twitter’s real-time, global community makes viral marketing possible.
  • 2008: Facebook introduces behavior-based advertising.
  • 2010: In-text advertising matching keywords in content becomes prevalent.
  • 2011: Online advertising becomes a clear No. 2 in budget priority worldwide.

The Generative AI Revolution

The advertising world is on the cusp of a groundbreaking transformation, thanks to the rise of generative artificial intelligence (GenAI). This technology promises to revolutionize advertising by enabling personalized messaging at an unprecedented scale and in real-time, directly targeting prospects in ways previously unimaginable.

What is Generative AI?

Generative AI is a subset of artificial intelligence (AI) that focuses on creating content, such as text, images, or videos, by simulating human-like creativity. Unlike traditional advertising, which often relies on static content and predefined target demographics, generative AI adapts and evolves its messaging based on real-time data and individual user behavior.

One of the most significant advantages of generative AI in advertising is its ability to personalize messages for each prospect. Instead of crafting a single message for a broad audience, advertisers can now generate a multitude of unique advertisements tailored to individual consumers’ specific preferences, behaviors, and needs.

This level of personalization goes beyond simple demographic targeting. Generative AI considers a prospect’s browsing history, previous interactions with the brand, location, and even the current context in which they engage with the ad. For example, if a user has recently shown interest in outdoor activities, a generative AI-powered ad might dynamically create content promoting outdoor gear or adventure experiences.

Generative AI operates in real-time, continuously analyzing incoming data and adjusting advertising content accordingly. As a prospect navigates through various online channels, from social media to e-commerce websites, the advertisements they encounter can change instantly based on their actions.

Imagine a scenario where a customer starts browsing for a new laptop online. Generative AI can analyze their search queries, compare prices, and gather reviews in real time. As prospects move from one website to another, they are presented with ads featuring the latest laptop deals, ensuring the advertising message remains timely and relevant.

Generative AI is not limited to text-based advertising; it also extends to creating visual content. Advertisers can leverage generative AI to automatically generate images, videos, and interactive content that resonate with each prospect. For instance, an e-commerce platform can use generative AI to create personalized product recommendations through visually appealing video ads.

With personalized messaging at scale and real-time adaptation, generative AI fosters deeper customer engagement. Prospects are likelier to interact with advertisements that speak directly to their interests and needs, leading to increased click-through rates, conversions, and brand loyalty.

Here’s the infographic that goes through 2011.

history of advertising

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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